Sowing the seeds

Abstract

With the increasing complexity of business today, many marketers have forgotten the fundamental principal that growth occurs only when you're able to change specific behaviors in customers during their buying process. That's harder today because the typical buying process is a complex ecosystem of channels, information sources, and marketing mix options - but it's absolutely essential. This article outlines specific ways companies can develop insights from the customer buying process and then focus their marketing efforts on the things that really matter.